#166: Byron Sharp, Research Professor & Director of the Ehrenberg-Bass Institute

Marketing science is punk… It’s anti-establishment.It challenges the stories marketers tell themselves and pursues the empirical truths of the craft.Byron Sharp and the Ehrenberg-Bass Institute champion this thinking.They carry the torch for evidence-based marketing and continue to make discoveries that push marketers to become more scientific and greater skeptics of the world around us.If you’re unfamiliar with Byron, he’s the Director and Leading Researcher of the Ehrenberg-Bass Institute, the world's largest center for marketing research. His books How Brands Grow Parts 1 and 2 are foundational tools for any marketer, and the work coming out of Adelaide, Australia, is drastically changing the world of marketing and advertising.Tune in as we discuss the role of marketing science, concepts like test and learn, and what it takes to be evidence-based rather than “data-driven.” Links Connect with Byron: here Connect with us: here Buy his book: here Win a Crowbar to break into advertising: here --- Send in a voice message: https://podcasters.spotify.com/pod/show/breakenter/message